One of the questions posed in Mobilized Marketing is whether there is enough measurement in mobile to make intelligent decisions.
ESPN’s John Kosner believes that a bigger flow of brand dollars to mobile will solve the mobile metrics woes.
“It’s weak now, but in my experience the measurement follows the money,” says the ESPN General Manager of Digital and Print Media. “Everybody complains where it is now. We’ll see significant expansion in the measurement in the next five to 10 years. In the meantime, companies like ours — that have great products, demonstrate scale and represent a safe buy — may benefit disproportionately in a world less measured.”
I wrote about this question and others in a new, long post for Mediapost and OMMA Magazine. You can see it here. http://www.mediapost.com/publications/article/178999/what-marketers-should-as...